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FOR: Interactive Boost Your Content Ecosystem WithMarketingProfessionals Video by darika Ahrens, May 2, 2012 key TakeaWays Brands must Go Beyond in-stream advertising To Fully Utilize The medium Online video content provides an increasingly effective marketing opportunity as consumers’ preferred social medium and has engagement levels almost as high as display advertising — with growing popularity. online Video Can do more Than The 30-second TV spot Online video content works for multiple marketing goals, encourages interactivity, can be targeted to customer profiles and life cycles, and can be used to extend offline campaigns. online Video Can Be Used across The Brand ecosystem Brands interested in developing and maintaining a healthy brand ecosystem can use online video at different stages and touchpoints in the customer life cycle. For example, assets from TV commercials can be repurposed for the website or brand YouTube channel. There are Three Ways To Generate Branded Video Content Forrester recommends three ways to generate branded video content for your online ecosystem, as a content partner, content creator, or content catalyst. Forrester Research, Inc., 60 Acorn Park drive, cambridge, MA 02140 UsA Tel: +1 617.613.6000 | Fax: +1 617.613.5000 | www.forrester.com
About Forrester Global marketing and strategy leaders turn to Forrester to help them make the tough decisions necessary to capitalize on shifts in marketing, technology, and consumer behavior. We ensure your success by providing: n Data-driven insight to understand the impact of changing consumer behavior. n Forward-looking research and analysis to guide your decisions. n Objective advice on tools and technologies to connect you with customers. n Best practices for marketing and cross-channel strategy. for more information To find out how Forrester Research can help you be successful every day, please contact the office nearest you, or visit us at www.forrester.com, For a complete list of worldwide locations, visit www.forrester.com/about. Client support For information on hard-copy or electronic reprints, please contact Client Support at +1 866.367.7378, +1 617.613.5730, or firstname.lastname@example.org. We offer quantity discounts and special pricing for academic and nonprofit institutions. Forrester Focuses On Interactive Marketing Professionals In addition to developing and implementing your company’s digital marketing strategy and programs, you are responsible for evangelizing the value of digital marketing across your entire organization. Forrester’s subject-matter expertise and deep understanding of your role will help you create forward-thinking strategies; weigh opportunity against risk; justify decisions; and optimize your individual, team, and corporate performance. « ILEANA MENDEZ, client persona representing Interactive Marketing ProfessionalsForrester Research, Inc. (Nasdaq: FORR) is an independent research company that provides pragmatic and forward-thinking advice toglobal leaders in business and technology. Forrester works with professionals in 19 key roles at major companies providing proprietaryresearch, customer insight, consulting, events, and peer-to-peer executive programs. For more than 28 years, Forrester has been makingIT, marketing, and technology industry leaders successful every day. For more information, visit www.forrester.com. 61457